You are running two separate systems. One for your direct-to-consumer storefront. Another for wholesale, whether that is a clunky spreadsheet-and-email workflow, a separate wholesale platform like NuOrder or Joor, or a hacked-together Shopify store with password protection and manual price lists.
Your operations team maintains two inventories (or one inventory in two places with sync jobs that break). Your finance team reconciles two sets of books. Your marketing team cannot see the full picture because customer data lives in silos. And every time a product launches, someone has to configure it in multiple systems.
This is the status quo for most brands doing $10M-$100M with a meaningful wholesale channel. It is expensive, fragile, and it means you are always flying partially blind.
Shopify Plus now offers a genuine alternative: native B2B that runs DTC and wholesale from a single store instance. As of 2026, this is no longer a "coming soon" feature set. It is production-ready, and Shopify reported 96% B2B GMV growth in 2025 as brands consolidated their channels.
Native B2B on Shopify Plus, by the numbers
B2B GMV growth across Shopify in 2025
lift in self-serve orders within six months
improvement in reorder frequency
Shopify platform data, 2025. Lift figures are merchant-reported within six months of going live.
What Shopify Plus B2B Actually Does in 2026
Let us be specific about capabilities, because "B2B" means different things on different platforms. Here is what Shopify Plus natively supports today:
Company Accounts and Buyer Management
- Company profiles: Up to 500 distinct company profiles on Plus, each with multi-location support. A company can have separate billing and shipping addresses for each warehouse or retail location.
- Multi-user accounts: Multiple buyers per company with role-based permissions. A purchasing manager can approve orders that a junior buyer submits.
- Buyer portal: A dedicated, branded self-serve portal where wholesale buyers browse their specific catalogue, see their negotiated pricing, place orders, and reorder from history.
- Customer segmentation: B2B catalogues are fully gated from DTC traffic. Wholesale buyers see their world. Retail customers see theirs. Same store, different experiences.
Pricing Architecture
- Unlimited price catalogues (Plus): Create per-company or per-tier pricing. A "Gold" distributor sees different prices than a "Silver" retailer, both different from DTC.
- Volume/tiered pricing: Built-in quantity breaks. Buy 10+ at $17, buy 25+ at $14. Configured per-product, per-catalogue.
- Percentage-off and fixed pricing: Set wholesale as a percentage off retail, or define exact wholesale prices per SKU. Mix and match across catalogues.
- Negotiated pricing: Per-company custom prices for strategic accounts that do not fit standard tiers.
Payment and Ordering
- Payment terms: Net 15, Net 30, Net 60, Net 90, or custom terms assignable per company. Buyers see their terms at checkout and can pay on account.
- ACH payments: New in Winter 2026 via Shopify Payments (US merchants). Lower transaction fees than credit card for high-value wholesale orders.
- Purchase order capture: PO number field at checkout with validation logic. Orders route to your ERP with the PO attached.
- Vaulted credit cards: Per-company-location saved payment methods. Buyers do not re-enter payment details on repeat orders.
- Store credit: Company-level credit balances for returns, prepayments, or promotional credits.
Ordering and Fulfilment
- Self-serve reordering: Buyers reorder from their order history with one click. For brands with predictable repeat orders (consumables, basics), this alone drives measurable revenue lift.
- Quick order lists: Bulk ordering interface where buyers enter SKUs and quantities directly, bypassing the browse-and-add-to-cart flow.
- Quantity rules: Minimum order quantities (MOQs), case packs, and order increments enforced at checkout.
- Draft orders: Sales reps can create orders on behalf of buyers, apply custom discounts, and send the invoice for buyer approval.
- EDI integration: New in Winter 2026. SPS Commerce and Crstl EDI purchase orders sync directly into Shopify as draft orders. Approve and fulfil from the admin.
The Unification Advantage
The real value is not any single feature. It is what happens when DTC and wholesale share a platform:
| Dimension | Separate DTC + wholesale systems | Unified Shopify Plus B2B |
|---|---|---|
| Inventory | Two systems tracking the same stock. Sync jobs run hourly (or daily). Overselling happens during flash events. | Single inventory pool. Allocation rules prevent wholesale from cannibalising DTC stock during peak periods. Real-time accuracy. |
| Product launches | Configure in DTC platform. Then configure again in wholesale platform. Different image specs, different data models, different workflows. | One product setup. Publish to DTC, wholesale, or both. Price catalogues handle the pricing delta. |
| Customer intelligence | DTC customers in one CDP. Wholesale buyers in another (or nowhere). Cannot identify when a wholesale account's retail staff also shops DTC. | Unified customer data. See total relationship value across channels. Identify crossover patterns. |
| Reporting | Two dashboards. Manual reconciliation. Finance team spends hours combining data for board reports. | Single source of truth. Revenue by channel, product, region, and customer tier in one view. |
| Development cost | Two platforms to maintain, update, secure, and integrate with your ERP independently. | One platform. One ERP integration. One theme. One checkout. Half the surface area. |
Merchants using Shopify's native B2B features report up to 33% lift in self-serve orders within six months and 20% improvement in reorder frequency. The reason is simple: when it is easy for buyers to self-serve, they do. When it requires emailing a sales rep and waiting for a PDF quote, they delay.
ERP Integration: The Critical Layer
Unifying DTC and wholesale on Shopify Plus only works if Shopify connects cleanly to your ERP. This is where most B2B implementations either succeed or become expensive disappointments.
What Needs to Sync
- Customer/company master: Company profiles, payment terms, credit limits, and buyer permissions need to flow from your ERP to Shopify (or vice versa, depending on which is your source of truth).
- Price lists: Wholesale pricing typically lives in the ERP. It needs to sync to Shopify B2B catalogues when prices change, without manual intervention.
- Inventory: Real-time (or near-real-time) inventory levels from your ERP or WMS into Shopify. For multi-location businesses, this means per-location allocation.
- Orders: B2B orders (including PO numbers, payment terms, and company metadata) push to your ERP as sales orders. Fulfilment updates flow back.
- Invoicing: For Net 30/60/90 orders, invoices generate in your ERP and payment reminders go to the buyer. This reconciliation loop is critical.
Integration Approaches
For brands doing $10M+ with complex B2B, we almost always recommend middleware over point-to-point. The reasons are detailed in our ERP integration guide, but the summary: wholesale orders are higher-value, lower-frequency, and more complex (payment terms, PO validation, approval workflows). When one fails, the business impact is larger. You need a queue, retry logic, and visibility into failures.
| ERP | Integration approach | Typical timeline |
|---|---|---|
| NetSuite | Celigo iPaaS or custom middleware. Handles customer sync, price list sync, order push, fulfilment pull, and invoice reconciliation. | 6-10 weeks |
| Microsoft Dynamics 365 | Custom middleware via OData V4 endpoints. Data mapping between Shopify's product model and Dynamics' item model requires planning. | 8-12 weeks |
| SAP S/4HANA | Event-driven architecture (typically Workato or custom EventBridge). Real-time inventory sync is the priority. | 10-14 weeks |
| Cin7 / Dear Systems | Native connector for basic sync. Custom middleware when B2B logic (tiered pricing, complex fulfilment rules) exceeds native capabilities. | 3-6 weeks |
Shopify Plus B2B vs. the Alternatives
We are not going to pretend Shopify Plus is the deepest B2B platform on the market. It is not. But for the majority of DTC-first brands adding or scaling wholesale, it is the right answer. Here is the honest comparison:
| Capability | Shopify Plus | BigCommerce B2B Edition | Adobe Commerce |
|---|---|---|---|
| DTC + B2B unification | Best in class. Single store, native. | Good. Requires B2B Edition add-on. | Possible but complex multi-store setup. |
| RFQ / Negotiable quotes | Via apps (not native) | Native | Native |
| Multi-level approval chains | Via apps (not native) | Via apps | Native |
| Requisition lists | Limited (quick order lists) | Native | Native |
| Implementation time | Fastest (8-14 weeks for full B2B) | 14-22 weeks | 22-36 weeks |
| TCO at $10M GMV | ~$15,000-$25,000/month all-in | ~$23,000/month | ~$29,000/month |
| App ecosystem | Largest (fills gaps via apps) | Moderate | Moderate (extensions) |
When Shopify Plus is the Right Call
- You are DTC-first and adding wholesale (not the other way around)
- Your B2B buyers number in the hundreds, not thousands
- You do not need complex RFQ/negotiation workflows
- Speed to market matters more than having every B2B feature native on day one
- Your team values operational simplicity over maximum configurability
When You Should Look Elsewhere
- You are wholesale-first with thousands of buyers and complex approval hierarchies
- You need native RFQ, multi-level approvals, and requisition lists without apps
- Your B2B buyers expect a fully custom purchasing portal (Shopify's buyer portal is functional but not infinitely customisable)
- You are already on Adobe Commerce with deep B2B customisation and it is working
The Living Ecosystem Advantage for B2B
B2B commerce is where the "build and forget" model causes the most damage. Here is why:
Wholesale relationships evolve. You add new tiers. You negotiate custom pricing for your top 10 accounts. You onboard a new distributor who needs Net 60 terms and EDI integration. Your ERP adds a new product category that needs different fulfilment rules. A buyer's credit limit needs adjusting because they have been growing 40% YoY.
In the traditional agency model, every one of these changes is a new scope document, a new quote, a 2-4 week wait, and an invoice. Your B2B channel is always slightly behind your actual business needs.
In our living ecosystem, your B2B system is continuously maintained and improved:
- Integration health monitoring: Every sync between Shopify and your ERP is monitored. Failed customer syncs, stale price lists, and inventory discrepancies are caught within minutes. Not discovered when a buyer complains about wrong pricing.
- Buyer behaviour intelligence: AI monitors buyer patterns. Are reorder rates declining for a specific company? Is a buyer consistently hitting MOQ errors? Are certain product categories underperforming in wholesale vs. DTC? These signals surface proactively so your sales team can act.
- Platform evolution: Shopify ships B2B features quarterly. When they add native RFQ, improved approval workflows, or new payment options, we evaluate and implement what is relevant. Your B2B channel keeps pace with the platform instead of falling behind.
- Self-serve optimisation: We continuously optimise the buyer portal experience. If checkout completion rates drop, if buyers are abandoning at the payment terms step, if quick order usage is low, we identify why and fix it.
| Dimension | Traditional B2B implementation | Sonder living ecosystem |
|---|---|---|
| New pricing tier | Submit change request. Wait for scope and quote. 2-4 weeks to deploy. | Configured within the week as part of ongoing management. No separate scope required. |
| Integration failure | Discovered when a buyer calls about wrong inventory or pricing. Emergency fix at emergency rates. | Caught within minutes by monitoring. Fixed before buyers notice. |
| New ERP connection | New project. New SOW. 6-12 week timeline. | Scoped within the existing relationship. Faster onboarding because we already know your data architecture. |
| Shopify B2B updates | You find out about new features months later. Adoption requires a new engagement. | Evaluated within days of release. Relevant features implemented proactively. |
Investment Ranges
Realistic ranges for enterprise DTC + B2B unification on Shopify Plus:
| Scenario | Description | Investment | Timeline |
|---|---|---|---|
| B2B addition to existing Shopify Plus store | Native B2B configuration, 3-5 price catalogues, basic ERP sync, buyer portal setup | $60,000-$100,000 | 8-12 weeks |
| Full DTC + B2B migration (from separate systems) | Platform migration + B2B build, ERP integration, data migration, buyer onboarding | $150,000-$280,000 | 16-24 weeks |
| Enterprise B2B with complex ERP and EDI | Multi-ERP integration, EDI workflows, custom apps for approval chains, headless buyer portal | $280,000-$450,000 | 24-36 weeks |
Ongoing living ecosystem management for B2B typically runs $6,000-$15,000/month, covering integration monitoring, platform updates, buyer experience optimisation, and catalogue management support.
Compare this to running two separate platforms. A typical wholesale platform (NuOrder, Joor, or custom) costs $2,000-$8,000/month in licensing alone, plus the dev time to maintain integrations, plus the operational overhead of managing two systems. Unification almost always reduces total cost while improving buyer experience and data quality.
The April 2026 Shift: B2B for All
One important development: in April 2026, Shopify extended foundational B2B features to all plans (Basic, Grow, Advanced), not just Plus. This includes company profiles, up to 3 catalogues, volume discounts, quantity rules, vaulted cards, and payment terms.
If you are on Shopify Advanced (not Plus) and your B2B needs are simple (a handful of wholesale accounts, basic tiered pricing), you may not need Plus at all. We have written about when Plus actually justifies its cost.
But for brands doing meaningful wholesale volume ($2M+ through B2B), Plus remains the right choice. Unlimited catalogues, up to 500 company profiles, and access to checkout extensibility (custom B2B checkout flows via Functions and UI extensions) are Plus-only capabilities that matter at scale.
Next Steps
If you are running a brand doing $10M+ with wholesale revenue split across multiple systems, and you want to see what unification looks like on Shopify Plus, let us map it out.
We will audit your current DTC and wholesale architecture, identify integration requirements, and give you a realistic scope, timeline, and investment range for consolidation. If Shopify Plus B2B is not the right fit for your specific wholesale complexity, we will tell you that too.